Urban Airship push notifications allow developers to deliver relevant, personalized, in-the-moment messaging. It is a helpful tool for increasing user engagement.
- Send to any URL to improve UX, increase conversions
- It can be personalized for better results
- Optimize for web notifications
- Unlimited Push Notifications
- Unlimited In-App Messaging
- Allows Deep Linking
- Real-Time Automation
- Engagement Reports
- Self-Help Knowledge Base, Forum Access
What are web push notifications?
Web push notifications are notifications that can be sent to a user via desktop web and mobile web. These are alert style messages that slide in at the top or bottom right hand corner of a desktop screen, depending on the operating system, or appear on a mobile device in a manner nearly identical to push notifications delivered from apps. Web push notifications are delivered on a user’s desktop or mobile screen anytime they have their browser open — regardless of whether or not the user is on the website.
The difference between web push notifications and app push notifications:
- All that’s required to send web push notifications is a website that has web push code installed in it. This means that brands that don’t have apps can leverage many of the benefits of push notifications (real-time, personalized, in-the-moment communications) even if they don’t have an app.
- App push notifications are sent via code installed in an app.
Web push notifications include the following elements:
Notification Title: Some brands simply use their name here.
Notification Content: The message sent. Character count varies between browsers. Shorter is better.
Notification URL: The domain sending the web notification.
Notification Icon: This can be a logo or any image.
Browser Icon: The logo of the browser sending the notification. This is included on notifications sent to Apple desktop or laptop computers. This can not be altered or removed.
The elements of a web push notification as it looks on an Apple desktop or laptop computer on a Chrome browser version 59 or newer. Web notifications vary in appearance by operating system and browser.
How web push notifications work?
Any company with a website can send web push notifications after installing code (a web-based SDK) from a web push service on their website to enable them. No app is required.
For users, clicking or tapping on a web push notification takes a visitor to whatever web page (URL) the brand has determined.
The web notification opt-in process
Web notifications are a permission-based marketing channel. Before receiving a web push, users have to opt in to receive them.
The opt-in prompt comes from the user’s web browser. This prompt is called a browser-level opt-in prompt, or browser-based prompt.
Brands can handle the opt-in process in different ways with both the opt-in process and the timing of the opt-in ask.
Using a “Soft Ask” Opt In:
Some display a “soft ask” — explaining the value of receiving web push notifications — first, before the browser prompt. The soft opt-in conveys why a user would want to opt in to receive web push notifications. If a visitor says yes to the soft ask, then they’ll display the opt-in prompt from the browser itself.
This can be more effective for securing an opt-in than just showing the browser prompt without any additional context.
For other brands, skipping the soft ask and just displaying the browser-based opt-in works as well or better.
Choosing the Timing for Opt-In Prompts:
The timing of showing the opt-in varies by brand as well. Some choose to wait until a web visitor has visited a certain number of pages before offering the web push notification opt-in— whether they use a soft ask or the browser-based opt-in prompt. Others offer the opt-in upon arrival to the site.
With both the opt-in process and timing, it’s important for brands to experiment to see what approach and timing works best for getting the opt in.